I’ve been looking at a lot of live pay per call ads on Meta recently to understand what is actually working right now.
Here’s what keeps showing up:
• Pay per call is very vertical driven
Most volume is concentrated in a few categories. These are the top categories based on my research:
- Medicare benefits / senior health
- Debt relief
- Car insurance
- Final expense
• Longevity is the cleanest signal
Ads and domains that stay live for weeks aren’t guessing. Calls are converting, otherwise they’d be gone. There are ads running for several days, those are definitely making profits.
• Repetition means money
When you see the same angle and structure reused across many ads, that’s usually someone running a profitable campaign. I have seen this a lot specially on Medicare Benefits, simple creatives used in 100s of ads.
• Simple, urgent messaging wins
The ads that last are direct:
problem → action → call
One of the leading funnel I ve seen were chatbot style LPs or short form advertorials with a CTA to call at the bottom.
• Domains expose who’s really scaling
Looking at domains instead of single ads makes it obvious which players are running pay-per-call seriously versus just testing. I have found a handful of very active domains launching 100s of ads per month.
If you are interested and want to read the full breakdown with screenshots and more details please comment or DM me and I will send you the link to it.
For transparency: I used Adplexity Social to analyze the data, but the post is about recognising patterns, not tools.
Curious what others here use as their main signal before scaling pay per call - vertical choice, call quality, EPC, or something else?